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Como Planejar e Comprar Search Engine Marketing

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Rápida palestra realizada no evento OME Latino 2010, onde foram passados os passos básicos para planejar e comprar Search Engine Marketing (Links Patrocinados e SEO) para pequenas, médias e grandes empresas.

Sugestões, críticas e comentários serão muito bem-vindos!

Published in: Business, Technology
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Como Planejar e Comprar Search Engine Marketing

  1. 1. Como planejar e comprar Search Engine Marketing Por Thiago Bacchin Presidente DBG CEO da Cadastra Maio, 2010
  2. 2. Passos 1- Entender conceitos e premissas básicas; 2- Estudar a situação atual; 3- Analisar capacidade técnica de execução; 4- Escolher fornecedores; 5- Avaliar resultados e revisar objetivos. Como planejar e comprar Search Engine Marketing
  3. 3. <ul><li>1- Entender conceitos e premissas básicas </li></ul><ul><li>Conceito teórico de SEO </li></ul><ul><li>“ ...refere-se a um conjunto de estratégias com o objetivo de potencializar o posicionamento de um site nos resultados naturais (orgânicos) nos sites de busca.” </li></ul><ul><li>Fonte: Comitê SEM IAB Brasil - http://www.cadastra.com.br/Glossario_SEM_final.pdf </li></ul><ul><li>...mas o que você precisa saber de SEO </li></ul><ul><li>É a principal fonte de visitas qualificadas de um site; </li></ul><ul><li>Muitas vezes a principal fonte de receita de um site/loja virtual; </li></ul><ul><li>É a fonte de visitas que entrega o maior ROI (Return On Investment ou, no “ROI brasileiro”, receita para cada R$1 investido); </li></ul><ul><li>Depende da sua TI para acontecer; </li></ul><ul><li>Não é mídia, portanto os resultados não são imediatos; </li></ul><ul><li>A paciência será recompensada </li></ul>Como planejar e comprar Search Engine Marketing
  4. 4. <ul><li>1- Entender conceitos e premissas básicas </li></ul><ul><li>Conceito teórico de Links Patrocinados </li></ul><ul><li>“ ... sistema onde os anunciantes pagam para estar presente nas páginas de resultado dos sites de busca através de anúncios de texto, que são ativados a partir de uma palavra-chave selecionada...” </li></ul><ul><li>Fonte: Comitê SEM IAB Brasil - http://www.cadastra.com.br/Glossario_SEM_final.pdf </li></ul><ul><li>...mas o que você precisa saber sobre Links Patrocinados </li></ul><ul><li>SEM é acrônimo de Search Engine Marekting e não de Sponsored Links; </li></ul><ul><li>Atende a todas necessidades, mas você precisa priorizar: posicionamento, tráfego ou performance; </li></ul><ul><li>Provavelmente será sua 2ª principal fonte de tráfego, receita e ROI; </li></ul><ul><li>Velocidade de retorno = maturidade de campanha + metas (tempo x resultados) + expertise </li></ul><ul><li>É mídia, mas é complexa. </li></ul>Como planejar e comprar Search Engine Marketing
  5. 5. 1- Entender conceitos e premissas básicas Sobre Links Patrocinados e SEO 1- Estão entre as 4 principais fontes de tráfego, receita e ROI; 2- Para deixar mais claro o item 1, é um investimento mandatório para quem quer ter resultados com sua presença digital; 3- São ricas fontes de informações estratégicas para a companhia; 4- Sim, ambas são complexas. Exige execução por especialistas. Como planejar e comprar Search Engine Marketing
  6. 6. 2- Estudar a situação atual 1- Coletar histórico de campanhas e iniciativas de SEO internos; 2- Comparar resultados atuais com principais concorrentes; 3- Analisar limitações técnicas para implementação ideal de SEO e Links Patrocinados; Como planejar e comprar Search Engine Marketing
  7. 7. <ul><li>3- Analisar capacidade técnica de execução </li></ul><ul><li>Para SEO você vai precisar de </li></ul><ul><li>1- CMS/Plataforma/Estrutura amigável a SEO; </li></ul><ul><li>2- Horas/homem de TI alocada para execução; </li></ul><ul><li>3- Ferramenta eficaz de web analytics; </li></ul><ul><li>Para LP você vai precisar de </li></ul><ul><li>1- Google Analytics; </li></ul><ul><li>2- Comunicação permanente com o executor/agência; </li></ul><ul><li>Ambas </li></ul><ul><li>Construir Landing Pages </li></ul><ul><li>Equipe especializada </li></ul>Como planejar e comprar Search Engine Marketing
  8. 8. <ul><li>4- Escolher fornecedores </li></ul><ul><li>Links Patrocinados </li></ul><ul><li>Valor % fixo sobre o investimento; </li></ul><ul><li>Valor % fixo + % variável conforme metas; </li></ul><ul><li>Valor R$ fixo; </li></ul><ul><li>Mínimo 3-6 meses para avaliar resultados. </li></ul><ul><li>SEO </li></ul><ul><li>Valor R$ fixo; </li></ul><ul><li>Valor R$ fixo + R$ variável conforme metas; </li></ul><ul><li>Mínimo 6 meses para avaliar resultados. </li></ul>Como planejar e comprar Search Engine Marketing
  9. 9. 4- Escolher fornecedores 1- Escolha o mesmo fornecedor de LP e SEO; 2- Use a cartilha criada pelo Comitê SEM da IAB Brasil http://iabbrasil.ning.com/profiles/blogs/faq-comite-sem ; 3- Desconfie de valores muito baixos – o barato sai caro; 4- ...e mais caro ainda pra consertar depois; 5- Na dúvida, veja cases e fale com os clientes da agência/especialista; Como planejar e comprar Search Engine Marketing
  10. 10. 5- Avaliar resultados e Revisar objetivos SEO <ul><li>Indicadores Financeiros </li></ul><ul><li>Receita </li></ul><ul><li>% da Receita sobre o total </li></ul><ul><li>ROI/CPA </li></ul><ul><li>Ticket médio </li></ul><ul><li>Número de pedidos/conversões </li></ul><ul><li>Lucratividade </li></ul><ul><li>Indicadores Técnicos </li></ul><ul><li>Visitas da busca orgânica </li></ul><ul><li>Participação das visitas orgânicas no total de visitas </li></ul><ul><li>Posicionamento nos resultados de busca das principais palavras </li></ul><ul><li>Número de palavras-chave que o site é encontrado (Long tail) </li></ul><ul><li>Taxa de conversão </li></ul><ul><li>Bounce rate </li></ul><ul><li>Qtd de Links que apontam para as páginas </li></ul><ul><li>Page Rank </li></ul><ul><li>Número de páginas indexadas </li></ul>Como planejar e comprar Search Engine Marketing
  11. 11. 5- Avaliar resultados e Revisar objetivos Links Patrocinados <ul><li>Indicadores Financeiros </li></ul><ul><li>Receita </li></ul><ul><li>% da Receita sobre o total </li></ul><ul><li>ROI/CPA </li></ul><ul><li>Ticket médio </li></ul><ul><li>Número de pedidos/conversões </li></ul><ul><li>Lucratividade </li></ul><ul><li>Indicadores Técnicos </li></ul><ul><li>Impressões </li></ul><ul><li>Cliques </li></ul><ul><li>CTR </li></ul><ul><li>Posicionamento médio </li></ul><ul><li>CPC </li></ul><ul><li>Taxa de conversão </li></ul><ul><li>Bounce rate </li></ul><ul><li>Parcela de não impressão por classificação e orçamento </li></ul>Como planejar e comprar Search Engine Marketing
  12. 12. 5- Avaliar resultados e Revisar objetivos 1- Calcule o seu ROI ideal com base nos seus números e não com o que dizem; 2- Não compare ROI de segmentos diferentes (ex: eletrônicos x vestuário); 3- O mundo ficou mais fácil para o cliente e mais complexa para a comunicação, não existe especialista em tudo; 4- O consumidor não vai diferenciar ações de mkt online e offline. Integre ou morra. Como planejar e comprar Search Engine Marketing
  13. 13. <ul><li>Erros mais comuns </li></ul><ul><li>Pensar em SEO depois que o site ficar pronto; </li></ul><ul><li>Não ter uma ferramenta de WA 100% (não medir de forma eficaz); </li></ul><ul><li>Não ter metas claras/definidas de ROI para cada projeto/campanha; </li></ul><ul><li>Usar soluções de e-commerce/CMS engessadas; </li></ul><ul><li>Não medir, analisar e considerar latência; </li></ul><ul><li>Fazer SEO ou LP sem um especialista; </li></ul><ul><li>Falta de conhecimento geral sobre LP e SEO. </li></ul>Como planejar e comprar Search Engine Marketing
  14. 14. Obrigado! www.cadastra.com.br [email_address] Twitter: @bacchin Sites sobre Search Engine Marketing Portal Search Engine Marketing Brasil – www.sembrasil.com.br Blog Gustavo Bacchin – www.gustavobacchin.com.br Blog SEOmoz – www.seomoz.org/blog Como planejar e comprar Search Engine Marketing

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